The Holmes Report has learned that at least three firms attended an in-person briefing with the ISD — including Brunswick, Ogilvy and Ruder Finn — but none ended up bidding for the contract, reflecting the PR industry's serious misgivings over the nature of the plan.

"If you want an absolutely living, breathing example of why they've got problems, it's to put out a multifaceted RFP while the streets are on fire," said one agency source invited to take part. "It was completely misjudged."